Improving the passenger experience: Flow beats wow
March 2, 2026
Experiences and visual wow-factors are becoming more prominent in large modern airports, which are increasingly trying to position themselves as destinations in themselves. Drawing on passengers’ hierarchy of needs, Epinion helps airports stay focused on what is critical. For most travellers, it’s about getting from A to B – seamlessly and conveniently!
Airports around the world are investing heavily in transforming themselves from logistical hubs into spectacular destinations. From living green walls and gourmet restaurants to world-class art installations – and even indoor waterfalls – it’s all about creating “Instagram moments” and standing out in a highly competitive industry. Airports Council International (ACI) highlights this trend by describing how today’s passengers want to be surprised, engaged, and experience a sense of local identity. Yet in the midst of this wave of experience-driven innovation, a critical question arises: Are we losing sight of what passengers actually want – and need?
It is still about getting smoothly from A to B
Despite the growing experience trend, for the vast majority of passengers, the airport is first and foremost a means to an end. What matters most is getting from A to B easily, quickly and with as little stress as possible. Elements like seamless check-in, efficient security control, and timely boarding have a great impact on the journey’s flow and stress level and are critical to the overall passenger experience.
For smaller and medium-sized airports – which rarely have the economic or practical scope to create large-scale experiential zones – the focus should remain on the basics. While larger airports can invest in becoming destinations in themselves, smaller and medium-sized airports can strengthen their position by being faster and simpler alternatives. Data from smaller airports show that streamlined processes lead to higher levels of passenger satisfaction and loyalty. If a single parent with three children can’t get through security smoothly, or travellers with mobility challenges can’t reach the gate in time, what good is it that the terminal has an art gallery or a cinema showing the latest movies?
What creates value for your passengers?
Strategic decisions rooted in the airport’s actual context and resources are crucial to success. While the experience trend can be inspiring, it’s important for airports to remind themselves of passengers’ hierarchy of needs and the airport’s primary function – and use that to their advantage. As impressive as they may be, airports as destinations are still for the few, and such investments often bring low returns and high risk. Only when the essential functions run smoothly do emotional experiences add value – provided they align with the airport’s resources and goals.
What creates true value for passengers depends on the airport’s size, its role in the journey, and the needs and expectations passengers bring with them. That’s why airports should begin by asking: Who are we creating this experience for – and, given the resources and constraints we have, what matters most to them?
Do you want to create a great airport experience? Start by understanding what your passengers really need – and prioritise what truly makes a difference.
